Okay, friends, let’s talk about Q4 panic mode. We see it every year — business owners hustling to squeeze out sales, hit unrealistic goals, and basically drive themselves into the ground before the holidays.
We’re here to tell you: Q4 isn’t the end. It’s just the setup for what’s next.
Many entrepreneurs treat December 31 like a cliff — like if they didn’t hit all their goals, they’ve failed.
Guess what… You can literally make your own fiscal year.
Target, Walmart, Starbucks — they all have their own. Why? Because it lines up with their rhythms and business cycle, not the calendar hanging in your kitchen.
Guess what— you own your business. Make this shit up!
So we’re here to reassure you that you can stop panicking and turning December into a doom-and-gloom month. Focus on creating a new Q4 plan that feels relaxing and refreshing.
What we’re talking about:
- A reality check for entrepreneurs
- 4 things you can do in Q4 to prep for Q1
- Duo permission slips to relax during the holidays
The Major Reality Check
For service providers and small biz owners, Q4 can actually be slower because clients pause projects and the holidays disrupt routines. People are trying to take more time off.
P.S. Are you tracking your sales and inquiries? If not, you should be. Start to notice seasonal trends in your own business—October is always our worst month. That’s one of the reasons why we love the Profit First method!
We always thought we had to run a Black Friday sale because everyone else was. We hustled to throw something together and get it launched, and we were absolutely exhausted before the end of the year.
Looking back, those weren’t our best launches. Our audience isn’t looking to invest in our services at the end of the year, and that’s perfectly fine with us. We love the holiday season, so we decided to just enjoy it.
What You Can Actually Focus On in Q4?
Instead of feeling like you have to hustle to hit your goals or get something launched, focus on more productive tasks. Turn your Q4 plan into something fun!
Annual Planning for Next Year
We love doing this in the fall! Listen to Episode #141 for a recap.
The main reason we decided to have a business planning meeting is to get clarity on what we’re doing. Clarity on our brand strategy, the goals we have for next year (personally and professionally), our finances, our services, our boundaries… When you actually write these things down, you’re so much more likely to stick to them.
This planning session is your chance to make sure you have a strong foundation for your business and where you want to go. We spent a lot of time refining our brand strategy.
During this meeting, you can set real goals and give yourself a chance to compare progress next year. It’s a tangible way to review your progress and growth.
Work on Community
Not everyone is hustling and grinding in November and December. The holidays are the perfect time to make genuine connections—freshen up inside your community groups, grab coffees, or join something local.
Talk to people about their plans for next year. It might inspire some ideas for your business!
Clean Up Your Foundation
Especially if you are in a slow season, now is the time to revisit your foundations and refresh them.
Some ideas:
Outsource
If you need to spend some money for tax purposes, now’s the time to invest in something! What do you need help with?
For the entrepreneurs who ARE hustling at the end of the year, can you support their business? Is there anything you shouldn’t be pouring all of your time and energy into, and that somebody else could be helping you with? Some outsourcing ideas:
- Client gifts
- Blog content
- Bookkeeping catch-up
- New graphics
- Website updates
Really, anything you’ve been putting off all year, invest in it now! Tune into Episode #172, where we talk about a few things to know before your first hire.
Or you can support your favorite small businesses for free (which you should do year-round!)
Permission Slips for Q4
Your Q4 plan doesn’t have to mean hustling to finish client projects, launching something new, or batching a ton of content. So take the pressure off yourself, and use these permission slips to actually enjoy the holidays, courtesy of your favorite Duo!
- It’s okay if you don’t do a Black Friday sale.
- It’s okay if your December is slower than you expected (you’re not the only one!)
- You can take a break.
- It’s okay to use this season for planning, prepping, or resting instead of selling.
Sometimes your most powerful Q1 sales come from seeds planted in Q4.
Your New Q4 Plan: Rest
Take some time off and actually enjoy the holiday season with your family. Even if you didn’t hit the goals you set for yourself at the beginning of the year, it’s okay! It’s not the end of the world. By taking time to reset in December, you’ll come back in January feeling more refreshed and energized about your business.
We’re taking some time off in December and will be offline. We hope you are, too!
Listen to us explain why you shouldn’t be panicking about Q4!
Apple Podcasts | Spotify
If you liked today’s episode on The Duo On Air Marketing Podcast, don’t forget to leave us a review & subscribe!
More From The Duo
Sign Up for Tuesday Tips and Sips Newsletter
Abbey Oslin and Courtney Petersen are Minnesota-based marketing experts, educators, and co-founders of boutique marketing agency Duo Collective, which specializes in SEO, social media strategy, and branding for small business owners and creative entrepreneurs. To learn more about Duo Collective, or to inquire about working with our team, head over to www.duocollective.com.
To inquire about being a guest on Duo On Air, please fill out this application form.
+ show Comments
- Hide Comments
add a comment